Browse > Article
http://dx.doi.org/10.13106/jafeb.2022.vol9.no2.0243

The Impact of Buzz Marketing on Customer E-WOM Intention: An Empirical Study in Vietnam  

LE, Chi Minh (Economic Development and External Affairs Office, People Committee of Vinh Long Province)
DANG, Minh Hoang (Faculty of Business Administration, FPT University)
TRAN, Dinh Gia Trung (Entrepreneurship Vietnam)
TAT, Thu Duyen (Tay Do University)
NGUYEN, Liem Thanh (Tay Do University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.2, 2022 , pp. 243-254 More about this Journal
Abstract
Customers' perceptions of information about a company's products or services have altered as a result of the development of ICT and social networks. This gives rise to a fact that buzz marketing, which is a marketing technique employed commonly in today's business and communication, has a significant impact on customers' electronic word of mouth intention (e-WOM). However, very few studies about this issue have been conducted so far, which reveal a gap in understanding buzz marketing from an academic perspective. Based on the results of a cross-sectional survey in Binh Duong city, this study investigates the efficiency and effect of buzz marketing on customers' e-WOM intention through mediating variables of message credibility. Data from 367 time-lagged individual samples were collected and analyzed by the structural equation modeling method (SEM). Results showed that creativity, clarity, and humor variables have a positive relationship with message credibility and then impact the intention to conduct e-WOM of social networks' users. Marketing campaigns employing the buzz technique should be launched with easy-to-understand and entertainable messages. Findings from this study also provide managers with a scientific understanding of buzz marketing and the effectiveness of this technique as well as reveal the potential for future studies to explore further in this area.
Keywords
Buzz Marketing; e-WOM; SEM; Digital Marketing; Sale;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 Manimegalai, D., & Senthil Kumar, S. (2021) Do buzz marketing stimulate compulsive shopping online? In: Dr. Patil, D. Y. (Ed.), Embracing change & transformation-breakthrough embracing change & transformation-breakthrough innovation and creativity (pp 665-670) Chennai, India: Success Publications.
2 Hughes, M. (2005). Buzzmarketing: Get people to talk about your stuff. New York: Penguin Portfolio.
3 Smith, R. E., MacKenzie, S. B., Yang, X., Buchholz, L. M., & Darley, W. K. (2007). Modeling the determinants and effects of creativity in advertising. Marketing Science, 26(6), 819-833. https://doi.org/10.1287/mksc.1070.0272   DOI
4 Tam, D. D., & Khuong, M. N. (2016). Guerrilla marketing's effects on Gen Y's word-of-mouth intention: A mediation of credibility. Asia Pacific Journal of Marketing and Logistics, 28(1), 4-22. https://doi.org/10.7763/IJTEF.2015.V6.468   DOI
5 Tangel, L. M., Tulung, J. E., & Tielung, M. V. (2019). Analyzing the role of buzz marketing on start-up cullinary business in Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(4). https://doi.org/10.35794/emba.v7i4.26129   DOI
6 Thomas, G. M. (2004). Building the buzz in the hive mind. Journal of Consumer Behaviour, 4(1), 1479-1838. https://doi.org/10.1002/cb.158   DOI
7 Till, B., & Baack, D. (2005). Recall and persuasion: Does creative advertising matter? Journal of Advertising, 34(3), 47-57. https://doi.org/10.1080/00913367.2005.10639201   DOI
8 Xu, Q. (2014). Should I trust him? The effects of reviewer profile characteristics on eWOM credibility. Computers in Human Behavior, 33, 136-144. https://doi.org/10.1016/j.chb.2014.01.027   DOI
9 Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitude toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78. https://doi.org/10.5267/j.msl.2015.7.002   DOI
10 Veatch, T. C. (1998). A theory of humor. Humor: International Journal of Humor Research, 11(2), 161-215. https://doi.org/10.1515/humr.1998.11.2.161   DOI
11 Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate data analysis with reading (4th ed.). Englewood Cliffs, NJ: Prentice-Hall International.
12 Giantari, I. G. A. K., Yasa, N. N. K., Sukawati, T. G. R., & Setini, M. (2021). Student Satisfaction and Perceived Value on Word of Mouth (WOM) During the COVID-19 Pandemic: An Empirical Study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(6), 1047-1056. https://doi.org/10.13106/jafeb.2021.vol8.no6.1047   DOI
13 Goldberg, M. E., & Hartwick, J. (1990). The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness. Journal of Consumer Research, 17(2), 172-179. https://doi.org/10.1086/208547   DOI
14 Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM scale: Word-of-Mouth measurement scale for e-Services context. Canadian Journal of Administrative Sciences, 27(1), 5-23. https://doi.org/10.1002/cjas.129   DOI
15 Heo, Y. W. (2020). The effect of online WOM of menu product consumers on product perception risk and WOM effect. The Journal of Distribution Science, 18(3), 77-85. https://doi.org/10.15722/jds.18.3.202003.77   DOI
16 Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product attribute information on persuasion: an accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462. https://doi.org/10.1086/208570   DOI
17 Meyer, W. U., Niepel, M., Rudolph, U., & Schutzwohl, A. (1991). An experimental analysis of surprise. Cognition & Emotion, 5(4), 295-311. https://doi.org/10.1080/02699939108411042   DOI
18 Hu, L. T., & Bentler, P. M. (1999). Cut off criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modelling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118   DOI
19 Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. In Understanding attitudes and predicting social behavior. Hoboken, NJ: Prentice-Hall.
20 Ang, S. H., Leong, S. M., Lee, Y. H., & Lou, S. L. (2014). Necessary but not sufficient: Beyond novelty in advertising creativity. Journal of Marketing Communications, 20(3), 214-230. doi:10.1080/13527266.2012.677464   DOI
21 Mohr, I. (2007). Buzz marketing for movies. Business Horizons, 50, 395-403. https://doi.org/10.1016/j.bushor.2007.04.001   DOI
22 Nguyen, L. T., Dang, M. H., Tat, T. D., & Tran, D. G. T. (2020). Revisiting customer complaint intention: A case study of mobile service users in Vietnam. The Journal of Asian Finance, Economics and Business, 8(9), 121-130. https://doi.org/10.13106/jafeb.2021.vol8.no9.0121   DOI
23 Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
24 Soelasih, Y., & Sumani, S. (2021). The Effect of Word-of-Mouth on Purchase Intention: A Case Study of Low-Cost Carriers in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 433-440. https://doi.org/10.13106/jafeb.2021.vol8.no4.0433   DOI
25 Zhang, H., & Park, J. S. (2015). The antecedents of eWOM Credibility and its impact on secondary eWOM intentions focused on the moderating effects of eWOM involvement. Management & Information Systems Review, 34(1), 81-101. https://doi.org/10.5553/misr.2015.132151   DOI
26 Obermiller, C., Spangenberg, E., & MacLachlan, D. (2005). Ad skepticism: The consequences of disbelief. Journal of Advertising, 34(3), 7-17. https://doi.org/10.1080/00913367.2005.10639199   DOI
27 Pelsmacker, P. D., Geuens, M., & Anckaert, P. (2002). Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising, 31(2), 49-61. https://doi.org/10.1080/00913367.2002.10673666   DOI
28 Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88, 879-903. https://doi.org/10.1037/0021-9010.88.5.879   DOI
29 Scherer, K. R. (2005). What are emotions? And how can they be measured? Social Science Information, 44(4), 695-729. https://doi.org/10.1177/0539018405058216   DOI
30 Conway, J. M., & Lance, C. E. (2010). What reviewers should expect from authors regarding common method bias in organizational research. Journal of Business and Psychology, 25, 325-334. https://doi.org/10.1007/s10869-010-9181-6   DOI
31 Gervais, M. (2005). The evolution and functions of laughter and humor: A synthetic approach. The Quarterly Review of Biology, 80(4), 395-430. https://doi.org/10.1086/498281   DOI
32 Godes, D., & Mayzlin, D. (2004). Using online conversations to study Word-of-Mouth communication. Marketing Science, 23(4), 545-560. https://doi.org/10.1287/mksc.1040.0071   DOI
33 Levinson, J., & Lautenslager, A. (2009). Guerrilla Marketing in 30 Days (2nd ed.). CA: Entrepreneur Press.
34 Hafer, C. L., Reynolds, K. L., & Obertynski, M. A. (1996). Message comprehensibility and persuasion: effects of complex language in counter attitudinal appeals to laypeople. Social Cognition, 14(4), 317-337.   DOI
35 Heckler, S. E., & Childers, T. L (1992). The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency. Journal of Consumer Research, 18, 474-492. https://doi.org/10.1086/209275   DOI
36 Hutter, K., & Hoffmann, S. (2011). Guerrilla marketing: The nature of the concept and propositions for further research. Asian Journal of Marketing, 5(2), 1819-1924. https://doi.org/10.3923/ajm.2011.39.54   DOI
37 Taylor, C. R., Miracle, G. E., & Wilson, R. D. (1997). The impact of information level on the effectiveness of U.S. and Korean television commercials. Journal of Advertising, 16(1), 1-18. https://doi.org/10.1080/00913367.1997.10673514   DOI
38 Jackson, P., & Messick, S. (1967). The person, the product, and the response: conceptual problems in the assessment of creativity. In: Kagan, J. (Ed.), Creativity and Learning (pp. 1-9). Boston, MA: Beacon Press. https://doi.org/10.1111/j.1467-6494.1965.tb01389.x
39 Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). New York: Guilford.
40 MacCallum, R., Browne, M., & Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods, 1(2), 130-149. https://doi.org/10.1037/1082-989X.1.2.130   DOI
41 Weiss, A., Lurie, N., & MacInnis, D. (2008). Listening to strangers: whose responses are valuable, how valuable are they, and why? Journal of Marketing Research, 45(4), 425-436. https://doi.org/10.1509/jmkr.45.4.425   DOI
42 MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 53(2), 48-65. https://doi.org/10.2307/1251413   DOI
43 Martin, R. A. (2007). The psychology of humor: An integrative approach. Burlington, MA: Elsevier Academic Press.
44 Ullman, J. B., & Bentler, P. M. (2003). Structural equation modeling. Handbook of psychology. Hoboken, NJ, US: John Wiley & Sons Inc.
45 Wirtz, J., & Chew, P. (2002). The effects of incentives, deal proneness, satisfaction, and tie strength on word-of-mouth behavior. International Journal of Service, 13(2), 141-162. https://doi.org/10.1108/09564230210425340   DOI
46 Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32. https://doi.org/10.1080/00913367.1996.10673493   DOI
47 Chun, M. H. (2011). The credibility of e-WOM in the Travel Industry, and Its Influence in WOM Effect. The Journal of the Korea Contents Association, 11(5), 424-432. https://doi.org/10.5392/JKCA.2011.11.5.424   DOI
48 Ghanbari, R., & Ghanbari, A. R. (2017). The relationship between guerilla marketing and deciding to purchase max company's. Current trends in organizational performance and future perspectives, 1, 49. https://doi.org/10.21621/sajms.2021151.04   DOI
49 Handini, V. A., & Dunan, A. (2021). Buzzer was the driving force for buzz marketing on Twitter in the 2019 Indonesian presidential election. International Journal of Science, Technology & Management, 2(2), 479-491. https://doi.org/10.46729/ijstm.v2i2.172   DOI
50 Holdford, D. A. (2004). Using buzz marketing to promote ideas, services, and products. Journal of the American Pharmacists Association, 44(3), 387-396. https://doi.org/10.1331/154434504323064020   DOI
51 Andrews, J., & Smith, D. C. (1996). In search of the marketing imagination: Factors affecting the creativity of marketing programs for mature products. Journal of Marketing Research, 33(2), 174-187. https://doi.org/10.1177/002224379603300205   DOI
52 Abdul-Razzaq, S., Ozanne, L., & Fortin, D. (2009). Cutting through the clutter: a field experiment measuring behavioral responses to an ambient form of advertising. Proceedings of Australian & New Zealand Marketing Academy Conference, (pp. 2-8). November 30 - December 02. Melbourne, Australia.
53 Ahuja, R. D., Michels, T. A., Walker, M. M., & Weissbuch, M. (2007). Teen perceptions of disclosure in buzz marketing. Journal of Consumer Marketing, 24(3), 151-159. https://doi.org/10.1108/07363760710746157   DOI
54 Alden, D. L., Mukherjee, A., & Hoyer, W. D. (2000). The effects of incongruity, surprise, and positive moderators on perceived humor in television advertising. Journal of Advertising, 29(2), 1-15. https://doi.org/10.1080/00913367.2000.10673605   DOI
55 Cheema, A., & Kaikati, A. (2010). The effect of the need for uniqueness on word of mouth. Journal of Marketing Research, 47(3), 553-563. https://doi.org/10.1509/jmkr.47.3.553   DOI
56 Cronkhite, G., & Liska, J. (1976). A critique of factor analytic approaches to the study of credibility. Communication Monographs, 43(2), 91-107. https://doi.org/10.1080/03637757609375920   DOI
57 Eisend, M., Plagemann, J., & Sollwedel, J. (2014). Gender roles and humor in advertising: The occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness. Journal of Advertising, 43(3), 256-273. https://doi.org/10.1080/00913367.2013.857621   DOI
58 Mercanti-Guerin, M. (2008). Consumers' perception of the creativity of advertisements: development of a valid measurement scale. Recherche et Application en Marketing, 23(4), 97-118. https://doi.org/10.1177/205157070802300405   DOI
59 Rosario, A. B., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422-448. https://doi.org/10.1007/s11747-019-00706-1   DOI